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    The complexity turn: Cultural, management, and marketing applications

    Access Status
    Fulltext not available
    Authors
    Woodside, Arch
    Date
    2017
    Type
    Book
    
    Metadata
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    Citation
    Woodside, A. 2017. The complexity turn: Cultural, management, and marketing applications. Cham, Switzerland: Springer.
    DOI
    10.1007/978-3-319-47028-3
    ISBN
    9783319470283
    School
    School of Marketing
    URI
    http://hdl.handle.net/20.500.11937/53991
    Collection
    • Curtin Research Publications
    Abstract

    This book takes the reader beyond net effects and main and interaction effects thinking and methods. Complexity theory includes the tenet that recipes are more important than ingredients-any one antecedent (X) condition is insufficient for a consistent outcome (Y) (e.g., success or failure) even though the presence of certain antecedents may be necessary. A second tenet: modeling contrarian cases is useful because a high or low score for any given antecedent condition (X) associates with a high Y, low Y, and is irrelevant for high/low Y in some recipes in the same data set. Third tenet: equifinality happens-several recipes indicate high/low outcomes.

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